一汽—大众汽车产品营销渠道管理研究

发布时间：2018-01-22 00:31

本文关键词： 汽车产品营销渠道渠道管理　出处：《吉林大学》2014年硕士论文　论文类型：学位论文

【摘要】：最近几年我国的汽车市场迅猛发展，汽车行业所处环境有着很大的变化。汽车行业的利润逐渐降低,汽车产业面临着整合重组的压力。为了适应市场的不断变化,各个汽车企业都在积极做着调整政策和经营策略的工作。尤其在汽车营销渠道建设方面，各大车企都在不断地调整策略，最为明显的变化就是各企业都在不断扩大自身的经销商网络，大幅度地提高经销商网络覆盖率。伴随着汽车普及程度的提高，消费者心态也逐步走向成熟，消费者在关注汽车价格基础上，更加地注重汽车的品牌、售后服务等。三、四线汽车市场迅速崛起，将会成为未来车市增长主力。汽车下乡的鼓励政策，促动了广大农民的汽车消费,极大地刺激了市场的增长，，与此同时也带来了农民买车难、修车难的问题。在经济发达的中心城市,交通拥堵,限号限牌等政策的不断出台,土地资源日益紧张,环保规划限制等因素逐渐增多,网络渠道建设面临着一系列的新问题。新的竞争环境带来了不断变化的汽车市场需求,在强大的竞争压力下汽车营销的模式需要有所创新，因此结合汽车市场需求状况，分析现阶段下出现的新的市场特征，如市场增长潜力市场下移，经销商集团化的出现，营销网络逐渐地下沉，经销商融资问题，4S店模式与有形市场存在的问题等，了解市场需求和经济未来的走向，而改进和提升汽车市场营销渠道，规划建立适应未来发展需求的高质量的汽车营销终端渠道，不仅对保证使消费者得到高质量的销售及售后服务，也对保证一汽-大众及其经销商在日益激励的竞争中保证较高销售业绩和利润至关重要。因此分析一汽-大众汽车公司的现状，研究一汽-大众所处的外部市场环境，分析汽车市场未来发展趋势及主要竞争对手发展策略，结合一汽-大众自身的汽车产品的发展目标，制定出适应一汽-大众发展需求的营销渠道网络，制定合理的渠道管理策略对于一汽-大众至关重要。
[Abstract]:In recent years, with the rapid development of automobile market in China, the environment of automobile industry has changed greatly, and the profit of automobile industry has gradually decreased. The automobile industry is facing the pressure of integration and reorganization. In order to adapt to the constant changes in the market, various automobile enterprises are actively doing the work of adjusting the policy and management strategy, especially in the field of automobile marketing channel construction. Major car companies are constantly adjusting their strategies, the most obvious change is that the enterprises are constantly expanding their dealer networks, greatly improve the dealer network coverage. With the increase of the popularity of cars. Consumer mentality is also gradually maturing, consumers are paying more attention to the automobile brand, after-sales service and so on on the basis of paying attention to the automobile price. Third, fourth line automobile market rises rapidly. It will become the main force of automobile market growth in the future. The encouragement policy of automobile going to the countryside has stimulated the automobile consumption of the majority of farmers, greatly stimulated the growth of the market, at the same time has also brought the farmer to buy the car difficult. In the economically developed central cities, traffic congestion, limited number and license restrictions and other policies continue to be issued, land resources are increasingly tight, environmental planning restrictions and other factors are gradually increasing. Network channel construction is facing a series of new problems. The new competition environment has brought the changing demand of the automobile market. Under the strong competition pressure, the mode of automobile marketing needs to be innovated, so combine the demand situation of the automobile market. This paper analyzes the new market characteristics at the present stage, such as the market growth potential market shift, the emergence of dealer collectivization, the gradual sinking of the marketing network, and the dealer financing problem. 4Shop model and physical market problems, understand the market demand and the future direction of the economy, and improve and enhance the automotive marketing channels. Planning the establishment of high-quality automotive marketing terminal channels to meet the future development needs, not only to ensure that consumers get high-quality sales and after-sales service. Also to ensure that FAW-Volkswagen and its dealers in the increasingly motivated competition to ensure high sales performance and profits. This paper studies the external market environment of FAW-VW, analyzes the future development trend of automobile market and the development strategy of main competitors, and combines the development goal of FAW-VW 's own automobile products. It is very important for FAW-VW to establish a marketing channel network to meet the development needs of FAW-VW, and to formulate a reasonable channel management strategy for FAW-VW.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471;F274

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